Cartoonnetwork.co.uk will introduce a range of new features including a social networking functionality called My CN, where kids will be able to safely interact with each other using pre-selected statements and messages.
Visitors to the site will have the option to customise their own versions of the site from a selection of backgrounds, choose avatars from a range of Cartoon Network characters, chat with friends and play games to win virtual trophies.
Cartoon Network series such as Ben 10, Bakugan and Star Wars: The Clone Wars will be showcased with exclusive new content, games, videos and downloads.
Extra site functions will include the ability to save videos in My CN, rate and share videos and collect coins via tasks and competitions.
Social networking features will continue to be ramped up throughout the year, with the phased introduction of a bespoke avatar creator, news feeds, game leader boards and coin redemption functionality.
Caroline Casey, director of Digital Development at Turner Broadcasting, EMEA said: “The new Cartoon Network website is all about optimising kids’ online experience with engaging content that they can share with their friends, within the framework of a safe environment.
“Kids are known early adopters and this new site provides the infrastructure for us to keep pace with their constantly evolving interests.”
Additional features include a TV Guide and a Do Not Press Button button that will trigger surprise homepage takeovers, such as a magnet temporarily suctioning the site’s navigation or water appearing to fill the screen. A programme navigation carousel shows characters walking and posing.
With many interactive elements added to the site, advertisers will have the opportunity to interact with audiences in new ways. The new features will also allow clients to integrate their messaging into the site, creating further bespoke sponsorship opportunities.
The new site will also be rolled out across ten other EMEA territories including Spain, Germany, Italy, Netherlands, Norway, Denmark, Sweden, Poland, Romania and a Pan-European service.